A Diffusing Path Planning Mechanism for Marketing Information Propagation over Social Media

Abstract

Social media are gaining importance as a component of marketing strategies. Many of them, such as social networking site, blogosphere, and microblogosphere, have been seeking business opportunities and establishing brand expression in recent years. Online marketing information diffusion becomes the critical business model for online social networks. Marketers attempt to diffuse advertisements for reaching potential customers through the Internet. However, current marketing research discovered possible influencers but not appropriate support them to diffuse advertisements. In this research, a diffusing path planning mechanism for advertisement was developed for supporting influencers to propagate marketing information and supporting marketers to evaluate possible reward under different marketing strategies.